Written with a managerial focus, New Product Management by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a “new product.” Many new examples, cases, and research along with the most current topics highlight the new edition of New Product Management.

Table of Contents

Crawford, New Product Management 9/e Brief Table of Contents
Part One: Overview and Opportunity Identification/Selection
Chapter 1: The Menu
Chapter 2: The New Products Process
Chapter 3: Opportunity Identification and Selection: Strategic Planning for New Products
Part Two: Concept Generation
Chapter 4: Preparation and Alternatives
Chapter 5: Problem-Based Ideation: Finding and Solving Customers’ Problems
Chapter 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping
Chapter 7: Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques
Part Three: Concept/Project Evaluation
Chapter 8: The Concept Evaluation System
Chapter 9: Concept Testing
Chapter 10: The Full Screen
Chapter 11: Sales Forecasting and Financial Analysis
Chapter 12: Product Protocol
Part Four: Development
Chapter 13: Design
Chapter 14: Development Team Management
Chapter 15: Product Use Testing
Part Five: Launch
Chapter 16: Strategic Launch Planning
Chapter 17: Implementation of the Strategic Plan
Chapter 18: Market Testing
Chapter 19: Launch Management
Chapter 20: Public Policy Issues
Bibliography
Appendixes
A: Sources and Ideas Already Generated
B: Other Techniques of Concept Generation
C: Small’s Ideation Stimulator Checklist
D: The Marketing Plan
E: Guidelines for Evaluating a New Products Program